If your company is currently selling products online, then it’s important to have a well-developed
eCommerce strategy in place that will allow your business to be successful. When it comes to digital marketing, planning ahead can help companies save time and money.
It has been found that around two-thirds of people that start a new online store do so without having a customer acquisition plan in place. Having a solid, well-organized plan can help you remain on track and focused. Many online businesses hire a dedicated marketing manager or specialist to oversee short-term and long-term goals, by providing recommendations and advice related to the latest marketing trends.
Technology changes frequently, so it can often be a challenging task to keep track of important changes that impact website traffic and online sales. Without a solid marketing plan, too much of your bottom line can be left to chance. Whether you are just getting started or reconsidering your current
eCommerce marketing strategy, the following key areas should be taken into consideration: overall budget, strengths, weaknesses, and limitations of your marketing plan. Use these topics as a guide to help refine your marketing strategies and help you make better decisions for your eCommerce business.
Start by setting attainable goals and reasonable objectives for the year. Reasonable goals could be related to increasing online sales, improving conversion rates, or increasing organic traffic. Then, make sure you set aside time for the following strategy sessions:
Try to account for any plans that you may have in the queue to launch new products or services. Make sure you stay out in front of these opportunities to market them appropriately to your customers. A prime example of important marketing opportunities that online business should explore, relate to the growing trend of Mobile eCommerce
Explore new methods of reaching customers and engaging with customers. This goes well beyond having a mobile friendly eCommerce website; businesses need to always be searching for new ways to reach customers on their preferred device. For example, eCommerce websites can use
abandoned cart emails can help businesses re-engage customers on desktops and mobile devices.
Spend time researching competitors online and look for opportunities to tap into their client base. Competition analysis can be very insightful and will also help website managers learn more about how other companies target new customers and retain their current customer base. Take note of special promotion techniques, product pricing, attributes and/or customizations that are offered with products, available services, and distribution networks.
For ideas about how to get started with the process, view an Ecommerce Marketing Strategy Guide Infographic to see how you can take steps to start creating an effective eCommerce marketing strategy for your online business that will help to maximize ROI and conversions.
Once you are able to define your goals, it is beneficial to get feedback from other team members or your stakeholders to be sure your goals align with your company's vision. Remember to review your traffic data frequently, as it’s often been said that site traffic is often a measure of marketing success. Tracking progress of set goals will allow your marketing team to better understand what is working and why - and then tweak initiatives for the future.